Scarlet Jade of the East Festive Gift Set by Shawn Goh Chin Siang

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DESIGN DETAILS
DESIGN NAME:
Scarlet Jade of the East

PRIMARY FUNCTION:
Festive Gift Set

INSPIRATION:
Chinese salty-sweet dried meat, better known as Bakkwa, is a popular delicacy usually eaten during Chinese New Year. Although Bakkwa has become more affordable in recent years, it was an expensive, luxury food and offered as a lavish gift only to important family and friends as a symbol of welcoming prosperity for the coming year. The Chinese tradition of gift-giving can also be found in the Japanese gift-giving culture- ‘omiyage’ or ‘temiyage,’ hence Japanese auspicious elements were shown in combination with Chinese oriented design to create this meaningful festive gift box as a means of passing good new year wishes to the gift receivers and consumers.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
For the Chinese community, red is a traditionally symbolic colour of happiness. Hence the main packaging box comes in a bright, vibrant red tone adorned with sophisticated hand-drawn auspicious elements such as Koi fish (carp), a cultural symbol for overcoming adversity and Sakura flower representing a new begin. In order to balance out the boldness of the main design body, pastel colours were used on outer gift bags creating a modern, youthful vibe for the overall visual effect. In the Asian gift-giving culture, all gifts received shall be opened privately out of respect for the gift giver. Considering the texture and condition of Bakkwa, it is best to vacuum-pack it in order to optimize its quality and taste. It is worth noting that when the inner packaging paper is vacuumed and sealed, the silhouette of Bakkwa’s surface reveals, causing a water flowing effect as if the ocean and wave come alive. As the ancient Chinese maxim goes, 'drink the water and remember its source,' appreciation is conveyed even when the gift receiver opens the gift in private.

OPERATION / FLOW / INTERACTION:
The product is sealed in a vacuum package and enclosed within a beautiful gift box, which is then complemented by a gift bag. Three layers of packaging show different element yet complement each other perfectly well.

PROJECT DURATION AND LOCATION:
The unfolding of the first concept started in May 2017. The designing process started in June and finished by July. Packaging materials were chosen and mockup design was built in August. Printing of packaging materials including two types of paper bags, main packaging boxes and inner packaging bags was carried out during September and October. By end of 2017, all products were packaged with this new design and were put on shelves in major stores as well as online stores starting January 2018.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Before the designing process began, comparison study on several countries’ culture, symbols and patterns was carried out. After conducting the research, theme colours were chosen. Legendary creatures in Chinese and Japanese mythology and folklore such as dragon, lion, Koi fish (carp), Sumo wrestler et cetera, were hand-drawn. The characters and patterns were turned into digital drawing and other design work was carried out on software afterwards. Tactile Bright White was used as the main packaging material. Coated 250g was used to make gift bags, coated 350g was used on the main gift box, both with gold stamping effect. As for inner packaging, vacuum bags were used to maintain the product’s quality. As this festive design is premium-oriented, only papers with good quality were used.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Packaging Box 270cm height x 200mm width x 65mm thickness Paper Bag both size 287mm height x 300mm width x 83mm thickness Vacuum Bag 332 mm height x 238 mm width Packaging Box Logo and thanking gold stamping seal, Paper bag logo gold stamping seal.

TAGS:
malaysia, festive, malaysia bakkwa, packaging design, malaysia chinese new year, chinese new year, graphic design, malaysia packaging design

RESEARCH ABSTRACT:
Careful thoughts and research on gift-giving culture in the East Asia region were carried out in order to find out the most suitable colours, elements and patterns for this design. As a result, most similarities were found between the Chinese and Japanese culture. In order to retain the Chinese tradition and at the same time to bring a tinge of foreign element to this design, Japanese elements were integrated with the symbolic colour of Chinese to create a new masterpiece specially for this festive season. It is important to know that different culture can be very same, as long as the hearts connect.

CHALLENGE:
The most challenging part of this design is to assimilate both Chinese and Japanese culture and to find a balance between both. Considering gift-giving culture from both sides, packaging of the product becomes vital as it is important to convey the idea of gratitude through every aspect of design - from inner packaging to the outer. Apart from that, the choice of the packaging materials is also important in order to create a luxurious gift box image without looking too heavy or bulky.

ADDED DATE:
2018-01-17 17:22:00

TEAM MEMBERS (3) :
Designer: Goh Chin Siang, Copywriter: Joann Yeong Chai Wei and Sponsor : Muar Yuen Chen Siang Sdn Bhd

IMAGE CREDITS:
Shawn Goh graphic design lab.

PATENTS/COPYRIGHTS:
Copyright ©2018 Goh Chin Siang. All rights reserved.

Visit the following page to learn more: http://www.yuen.com.my/html/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Muar Yuen Chen Siang Sdn Bhd

PROFILE:
Muar Yuen Chen Siang Sdn Bhd is one of the biggest and most established bakkwa makers in Malaysia, as well as the top bakkwa producer in Johor. Yuen Chen Siang is backed by more than four decades of dietary wisdom and has become a trusted household brand name in the production of healthier barbecued meat and meat floss, all thanks to its determination on product quality. The original recipe yield on using only the finest, freshest and natural ingredients to produce great flavours. Taste and quality of its products will never be compromised.

NOMINATION DETAILS

Scarlet Jade of The East Festive Gift Set by Shawn Goh Chin Siang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Scarlet Jade of The East Festive Gift Set by Shawn Goh Chin Siang is Winner in Packaging Design Category, 2017 - 2018.



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